Irish brand, Strong Roots, best known for shaking up the frozen food category with delicious plant-based options, is marking its continued business growth with a campaign aimed at a new generation of chip lovers. ‘Mammy or Chips’ aims to reignite the 90’s debate started by chip giant and new Strong Roots investor, McCain, pitting parents against the humble Chip. Only this time Mammy is in the spotlight in the run up to Mother’s Day.
For the last five years Strong Roots has been strengthening its portfolio across international markets, quickly becoming one of the fastest growing brands in the chips & potato market, but with Ireland remaining at the heart of the brand, a new a consumer touchpoint championing its roots, whilst also paying a cheeky tribute to the new partnership with McCain, felt only right.
The new 30 second ad, out today, opens on 7-year-old Jamie on the school bus being asked by his sister: “who do you prefer, mammy or chips?” The question sends Jamie into a deep state of contemplation as we see him mulling over the question on his journey home and whilst doing his homework. Cutting back to the family enjoying Strong Roots ‘Proper Chips’ for dinner, we see Jamie’s mum pinch one from his plate for herself. This prompts Jamie to turn to his sister with his mind made up as he pauses and then reveals: “Chips!”
Using the overarching brand campaign of “Simple Real Food”, Strong Roots showcases one of the brands best-selling products, Proper Chips, by creating a narrative that tests a new generation of chip lovers ahead of Mother’s Day. Since the challenger brand’s launch in 2015, Strong Roots has created old favourites for a new generation.
In line with expanding its global footprint, Strong Roots is focused on recruiting new customers while ensuring that the quality of products remains the same. Over the coming months, Strong Roots will continue to focus on the innovation of products that furthers its mission to “fix the freezer aisle” and provide plant-based, environmentally responsible, positive food choices, for everyone - globally and impactfully in line with its B Corp Certificate.
Samuel Dennigan, CEO and Founder of Strong Roots said: “This is our Strong Roots take on an old loved classic. But better. With Mother’s Day around the corner, we wanted to ask that age-old question again, but with a twist. This time placing Mum’s and our delicious Proper Chips at the centre of the debate, talking to a new generation of chip lovers while expanding knowledge of our range. We’re asking the question ‘Mammy or Chips?’, a nod to both our Irish heritage and our recent new partnership with McCain. Creating a moment to showcase the Strong Roots offering of old favourites for a new generation. Simple, Real Food.”
